With the market demanding increasingly specialized profiles, companies are adopting digital solutions to streamline their recruitment processes and attract professionals who truly align with their job openings. Digital recruitment platforms are gaining prominence by simplifying job postings and facilitating candidate screening, accelerating the process and attracting qualified profiles.

A research by the journal Gestão e Sociedade points out that the use of technology in recruitment not only saves time, but also Allows for better management of candidate information. By centralizing data and automating steps, these platforms help reduce costs and increase the efficiency of the recruitment process.

Alisson Souza, CEO and founder of "abler" in Portuguese translates to "more able" or "more capable" in English. It's an adjective comparing the ability of one person or thing to another. Without context, it's difficult to provide a more specific translation.A startup dedicated to generating employment opportunities in HR consultancies and SMEs explains that its digital talent pool offers a significant advantage. "The technology allows companies to reach professionals with diverse skills and experience, accelerating the search for candidates who meet market expectations. A reliable system with millions of registered professionals is a direct bridge to the best hires, like..." ABLER's talent pool"which boasts over 7 million professionals," he/she comments.

Simplified applications and process agility

One of the major advantages of recruitment platforms is the ease of application. With an intuitive and accessible application system, candidates encounter fewer barriers to applying for positions, ultimately increasing the number of interested professionals. 

Souza emphasizes that this simplification is strategic for attracting truly engaged people. "Some companies think putting obstacles in the application process for a position will create a 'natural selection' of those who truly want it, but this is a misconception. A streamlined application makes a difference. The easier it is for a candidate to participate, the greater the chance of attracting professionals dedicated to the selection process," he says.

Besides, uh Visibility of vacancies It is strengthened through integrations with social media networks and specialized portals, ensuring that the company reaches professionals who align with the desired profile. This allows companies to receive a more qualified return, directing time and resources to strategic selection steps.

Humanizing Digital Recruitment

While some still fear that automation may "dehumanize" the hiring process, The use of technology is beneficial. For both companies and candidates, Souza points out that, contrary to popular belief, automation allows for a more inclusive and fair approach, as it eliminates human bias and provides greater transparency in choices. "Technology, when used responsibly, brings candidates closer to the right opportunities and eliminates many of the obstacles that occur in conventional processes," she explains.

For candidates, the gain is also relevant. Automation allows for a more practical and faster experience, with quicker feedback and greater visibility for their professional profile. "Our platform helps the candidate stand out based on their skills and experience, without needing to worry about sending multiple applications. This greatly simplifies the process and creates a direct bridge between the candidate and the company," concludes the CEO of abler.

One of the Brazilians' favorite times of year to buy flights and accommodations is Black Friday. A Google survey conducted in July 2024 indicates that the date promises to be significant. 72% consumers surveyed would like some type of travel offer. In the overall product ranking, the study showed that, among the most desired items during the period, travel ranked seventh, with 15% of preference.

Marcelo Linhares, CEO of Onfly, Latin America's largest travel tech B2B. A report states that the fraud of nonexistent airline tickets is one of the main scams, when consumers buy tickets on fake websites that mimic legitimate companies. "During Black Friday, fraudsters become bolder, offering unrealistic promotions that will never be honored. Offers like tickets to the Maldives for R$ 4,000 or flights to São Paulo for R$ 69 are typical examples of these impossible situations," it explains. 

Furthermore, there is an increase in practices of phishingwhere malicious emails, websites, and messages impersonate promotions from well-known companies to solicit personal or payment information.

Tips to avoid fraud during Black Friday

1. Check the site's reputationResearch the company before finalizing your purchase and always verify that the website's domain matches the company's official domain. Choosing to make purchases through traditional travel agencies or well-known platforms can reduce the risk of fraud.
2. Beware of fake URLsBe wary of websites that visually mimic legitimate sites but subtly alter the URL. These details can indicate fraud.
3. Check the company's social media.Dissatisfied consumers often lodge complaints through the social media channels of tourism-focused companies. Comments demanding refunds and negative reviews can reveal scams or recurring service complaints.
4. Use credit cardCredit cards offer greater fraud protection and the possibility of disputing charges if problems arise. Fraudsters often offer larger discounts for PIX payments, as the money cannot be recovered with that payment method.

Novembro é reconhecido como o Mês Mundial do Empreendedorismo Feminino, destacando o impacto significativo que as mulheres têm no cenário corporativo. A data, oficialmente comemorada no dia 19, surge como uma oportunidade de reconhecimento global das conquistas femininas. Segundo dados do Instituto Brasileiro de Geografia e Estatística (IBGE), 39% dos cargos gerenciais são ocupados por mulheres, um sinal positivo de avanço em direção à equidade de gênero no ambiente de trabalho.

Esse aumento na representação feminina em posições de liderança não apenas desafia estereótipos, mas também traz resultados financeiros significativos. Estudos da McKinsey & Company mostram que empresas com liderança feminina têm 34% a mais de rentabilidade. Para entender um pouco mais do impacto que essas estatísticas mostram, conheça sete mulheres que ocupam cargos de liderança em empresas dos mais variados segmentos:

Ana Laura Motta é Chief Brand Strategy Officer na MOTIM. Com mais de 8 anos de experiência em relações-públicas e marketing digital, já desenvolveu estratégias de marca e conteúdo para mais de 150 empresas e executivos, com foco em  startups, scale-ups e unicórnios. Atualmente, é responsável por liderar a área de marca e supervisionar as iniciativas de comunicação integradas e narrativas dos clientes, fortalecendo a presença e reputação no mercado. 

Perguntada sobre qual é o impacto que mulheres em cargos de liderança causam no mercado e sociedade como um todo, a executiva acredita que um dos principais ganhos é a diversidade de repertório e visão de mundo. “E não falo apenas com um viés social, mas sim como uma vantagem competitiva. A combinação de diferentes visões e experiências permite soluções mais criativas para problemas complexos e uma melhor tomada de decisão”, pontua.

Camila iniciou sua carreira ainda na publicidade tradicional, em Salvador (BA), mas foi em São Paulo que enfrentou o desafio de expandir uma agência de ativação para um mercado com maior potencial, mais complexo e competitivo. Imersa no mundo digital desde a era do Orkut, adquiriu experiência e pioneirismo em plataformas digitais, tecnologia e mídia. Atualmente, há 10 anos à frente da iD\TBWA, como CEO, Camila lidera uma agência com mais de 240 talentos, empregando uma visão de negócios que integra dados, criatividade e inovação para desenvolver plataformas de crescimento aos clientes. Com mais de 20 anos de experiência, a profissional de Comunicação e Marketing construiu uma jornada sólida e abrangente na publicidade e provocou transformações de impacto através do digital.

Segundo a executiva, o desenvolvimento de uma cultura capaz de impulsionar mulheres e gerar avanços em diversidade é um de seus principais objetivos dentro da agência. “Estar à frente de uma agência faz com que grande parte do meu tempo seja dedicado a potencializar talentos e criar um ambiente em que as pessoas se sintam realizadas e motivadas em suas carreiras. É isso que reflete na qualidade das entregas e forte parceria com nossos clientes.”, afirma Camila.

Graduada em Engenharia de Produção e com Pós-Graduação em Gestão Empresarial pela Fundação Dom Cabral e MBA pelo INSEAD (França/Singapura), atua na Arco Educação desde 2014. Também possui experiência em inteligência artificial através de seu trabalho na SkillLab, empresa holandesa. Atualmente, Débora Montenegro é Diretora Geral na Geekie.

Para a executiva, a presença de mulheres em cargos de liderança não é apenas uma conquista, mas uma necessidade para impulsionar inovação e diversidade no mercado e na sociedade. “Como Diretora Geral da Geekie, tenho a responsabilidade e o privilégio de liderar uma equipe comprometida com soluções educacionais que transformam a educação no Brasil.”

Fanny Moral é Chief Operating Officer e cofundadora da Eureka Coworking, uma das principais redes globais do setor. Com mais de 10 anos de experiência no mercado, a COO lidera as operações da empresa, assumindo a gestão completa do espaço, o desenvolvimento de novas parcerias e a organização de eventos de networking. Em sua trajetória anterior, ocupou posições nas áreas administrativa e de contabilidade, onde se destacou pela gestão de projetos e automação de processos. Já atuou em instituições renomadas como Itaú BBA, Itaú-Unibanco e Bike Tour SP. Sua experiência une profundo conhecimento técnico e uma habilidade singular de criar conexões estratégicas, contribuindo para o fortalecimento do ecossistema empreendedor em São Paulo. Fanny acredita que, apesar dos constantes desafios, lideranças femininas trazem uma perspectiva inovadora e inclusiva para o mercado.

“Empreender enquanto mulher é uma jornada intensa e cheia de nuances. Apesar de estar à frente da Eureka, um negócio que criei do zero com meu marido, Daniel, ainda enfrento desafios que, muitas vezes, são específicos para nós, mulheres. Desde pequenas coisas, como ter que reafirmar minha posição em reuniões e negociações, até lidar com a pressão de equilibrar as responsabilidades profissionais e familiares. Às vezes, sinto que há uma expectativa invisível para que eu “prove” meu valor de forma mais constante, o que pode ser desgastante. Mas, ao mesmo tempo, esses desafios me impulsionam a ir além, mostrando que a liderança feminina traz força e uma visão diferenciada, o que ajuda a construir um ambiente de trabalho mais inclusivo e humano”, afirma Fanny.

A trajetória da executiva no setor financeiro e tecnológico começou em 2011 de forma inesperada, quando entrou no mercado de pagamentos ainda como estagiária. Esse primeiro contato despertou uma verdadeira paixão pela área, motivando-a a aprofundar seus conhecimentos com um curso de Direito Digital e a mergulhar mais fundo no universo da tecnologia. Foi nesse contexto que conheceu o Pinbank, onde busca fomentar a equidade de gênero e a inclusão, incentivando uma equipe diversa, com diferentes perspectivas, que consegue encontrar soluções inovadoras para problemas antigos. Além disso, atua como conselheira em um projeto social que acolhe, cuida e qualifica jovens em situação de vulnerabilidade, o que me ajuda a manter a perspectiva conectada à realidade e ser uma líder sensível ao desenvolvimento pessoal de cada um, sempre com equidade.

“Mulheres em cargos de liderança trazem perspectivas diversas e inovadoras, essenciais para um ambiente de negócios mais inclusivo e resiliente. No mercado financeiro, essa presença fomenta soluções criativas e eficazes, enquanto na sociedade, inspira e abre caminhos para que outras mulheres também alcancem posições de destaque, promovendo a equidade de gênero e o desenvolvimento coletivo”, afirma Fernanda.

In 2017, with only 24 years, Laila Martins founded edtech Saber in Network, exercising the position of CEO since then. And in just five years, led the company from scratch to the valuation of 50 million reais. Driven by innovation in reaching new students and valuing the academic community, Laila founded the startup with the purpose of disseminating education and enabling people to undertake in this process. Active in the innovation and entrepreneurship ecosystem, the executive operates since 2020 as a mentor in the programs of the Brazilian Association of Startups, SEBRAE and Innovative. In 202, she joined the Ventures to investimento. 

Para a CEO, mulheres em cargos de liderança promovem uma cultura organizacional mais inclusiva e equilibrada, inspirando futuras gerações. “Essa representatividade ajuda a derrubar estereótipos e encoraja meninas a almejarem posições de destaque e alcançar voos mais altos”, comenta. 

Formada em marketing, a executiva, que está desde 2011 na Aurum, iniciou sua jornada como Design da Experiência do Usuário e, com o passar do tempo, assumiu a área de Marketing, até se tornar sócia e participar da aquisição da empresa pelo grupo Vela em 2019. Em julho de 2022, tornou-se CEO da legaltech que tem sede em Florianópolis, com atuação em várias regiões do Brasil. Ao longo dos últimos 12 anos, tem sido responsável por impactar mais de 100 mil advogados com produtos e com a marca da Aurum – que vem crescendo em ritmo constante, acompanhando a expansão do mercado de legaltechs no Brasil. 

“Quando uma mulher assume um cargo de liderança, ela abre uma porta para outras mulheres, mostrando que é possível chegar lá. Sua presença traz uma perspectiva única e diversa à gestão, que se reflete na equipe, criando oportunidades para que mais mulheres e pessoas de diferentes perfis ocupem posições de destaque. Isso não apenas torna a empresa mais inclusiva e equitativa, mas também a torna mais inovadora e enriquecida pela diversidade de pensamentos”, comenta Marcela.

According to the study Artificial Intelligence in Retail, 47% of retailers use Artificial Intelligence (AI) in some of their processes. According to the report, 56% of the use of this technology is made in customer service with chatbots. At the same time, the Manager's Annual Report: CX Trends 2024, prepared by Octadesk in partnership with OpinionBox, revealed that only 20% of consumers claim to have had a good experience when interacting with chatbots. 

In this scenario, Marcos Schutz, CEO of VendaComChat, specialized network in automation services Whatsapp, states that what tends to move the consumer away from automated calls is the overly formal or robotic tone, in this way, he warns that the secret to not losing the human touch involves strategy and conversation design. According to him, it is essential to make the chatbot language seem natural and friendly. “Working the 'personality of the bot, using a language that reflects the values and the company's communication style helps the customer feel a stronger connection with the brand.In addition, investing in a more informal, inclusive and empatical tone can make the customer have a more humanized executive experience, not only.

According to Marcos, creating service scripts that are more casual and colloquial is a challenge for most companies, but can be solved in a simple way. “One of the most effective methods is to automate a warm welcome message at the beginning of the interaction, customize the messages with the name of the customer and specific data from his history, mentioning previous purchases, recommending products related to what he has already acquired or making suggestions based on the preferences recorded, as well as programming follow-up content after the interactivity is completed, making the customer feel valued”, he explains.

The CEO of VendaComChat also reveals that to generate a pleasant and effective experience in automated service, it is essential to make constant adjustments.“Reviewing dialogues and adding new service flows based on product changes or new customer needs is crucial to keep the interaction updated and accurate”, explains Marcos.

Also according to the Octadesk report in partnership with OpinionBox, 51% of consumers state that for the service of a robot to be good, it needs to make the connection with a human when necessary. In this aspect, Marcos points out that automation must deal with simple tasks such as frequently asked questions, status of orders and schedules, so that, when perceiving signs of doubt or dissatisfaction of the customer, the conversation is automatically transferred to a human attendant.“Adjust where the bot interacts and where the human intervenes should be a recurring practice, ensuring that automation is always aligned with the desired experience.

Marcos points out that automation enables speed, agility and precision in customer service, as well as providing detailed metrics such as response time and satisfaction.“When well implemented, technology can transform the user experience, offering speed, convenience and customization. The secret is to balance the efficiency of automation with the human touch, so that the consumer feels well served”, he concludes. 

Success on Black Friday 2024 will depend on strategies that combine innovation and efficiency. However, the success of companies does not depend only on good promotions, such as discounts of up to 80% in some categories.

In a market that moved R$ 5.2 billion in Brazilian e-commerce in 2023, the projections of Abcomm (Brazilian Association of E-Commerce) indicate that Brazil should surpass the R$ 200 billion mark in 2024. With an average ticket close to R$ 500 and more than 90 million virtual consumers, the technology is consolidated as a decisive factor for the success of companies.“It is no use to offer incredible discounts or advantageous combos if the sales system and customer service does not collaborate, Rodrigo's naughtness.

The Digital Nation, a marketing agency reference in Brazil and partner of some of the largest e-commerce in the country, implements technological solutions that ensure scalability, security and efficient integration with payment systems. All this is done to avoid failures that could compromise the results of Black Friday. In addition, the agency uses inbound marketing, automation and segmentation, maximizing the billing of e-commerce.

Martucci explains: “We understand that an unstable system, which falls or takes time to process transactions, turns Black Friday into a frustrating experience for both the retailer and the consumer.” Therefore, the Digital Nation faced these technical problems and specialized in preparing large companies, ensuring that not only promotions are attractive, but that the technology behind them supports the large volume of traffic and transactions, making it possible to make the most of the potential of the event.

This preparation goes beyond just ensuring that the site does not go down. It includes optimizing the user experience, with platforms that are fast, secure and capable of supporting multiple simultaneous transactions.

The team highlights the importance of automation in areas such as inventory control and customer service, allowing processes to flow without overwhelming staff or leaving consumers waiting for answers or products to go unavailable.

“A memorable, secure and transparent shopping experience not only attracts customers on Black Friday, but also turns them into loyal customers in the long term”, concludes Martucci.“With the right technological tools and strategies, companies can focus on what really matters: taking advantage of the business opportunities that Black Friday offers.”

An example of technology focused on retail is KIGI, developed by the IRRAH Group. According to Chrystian Teodoro Scanferla, head of Business of the IRRAH Group, “o KIGI is an ERP that helps in real-time control, organizing management in a strategic way.” Widely used in the fashion sector, this tool allows retailers to identify products with greater turnover, adjust their purchasing strategies and predict sales trends, thus optimizing their operation during the period of high demand.“O KIGI was born to transform an ERP into a more efficient business practices for the fashion sector.0 years with the company.

In addition to KIGI, the group offers other technological tools that serve more than 35 thousand users globally. Among them are GTP Maker, AI that allows the creation of virtual assistants via Artificial Intelligence for customer service and sales and E-vendi, an e-commerce platform integrated with ERP, facilitating management and sales. There is also Z-Api, an integration solution with WhatsApp so that technology entrepreneurs and software companies can create automatic messages for both customer engagements and notices, and PlugChat, for service management in WhatsApp. 

Another solution is Dispara.ai, a platform with automated processes, which allows the entrepreneur to create automation flows, recovery of abandoned carts.“Processes that transform WhatsApp interactions into golden opportunities!”, highlights Chrystian. “These solutions are essential to ensure that retailers in the fashion sector can make the most of Black Friday opportunities, optimizing their operations and improving the consumer experience”.

Adopting creative strategies that make technology a business ally is essential, but we must not forget that, in addition to a robust technological infrastructure, it is necessary to present innovative business ideas.With increasingly tight profit margins, companies need to be creative to ensure a healthy Black Friday. According to Martucci, “the focus should be on increasing the average ticket without compromising the profit margins”. 

For companies, he suggests some strategies to achieve this balance:

1. Promotions in combo: Offer higher discounts on multi-item purchases, encouraging increased value per customer.
2. Progressive discounts: Grant discounts that increase as the customer buys more or indicates friends, helping to reduce the Customer Acquisition Cost (CAC).
3. Low turnover: Use products with low demand in promotions, helping to reduce inventory costs.
4. Partnerships with influencers: Invest in collaborations with influencers in the revenue-share model, expanding reach without the high costs of traditional campaigns.

In addition, the IRRAH head reinforces the importance of preparing inventory and diversifying payment methods to deal with increased demand during Black Friday, avoiding operational failures that could compromise sales.

Black Friday is also a time of fraud, which requires attention from both businesses and consumers. Investing in security certificates and joining effective initiatives increases customer trust.

For consumers, however that, according to a survey conducted by OpinionBox, 79% agree that technology helps a lot in the buying process, Martucci offers important tips to avoid scams, ensuring a “Black Friday Legal”:

• Check CNPJ: Always confirm that the CNPJ of the store is available in the footer of the website.
• Read reviews: Research the reputation of the company before finalizing the purchase and check complaints on consumer platforms.
• Be wary of suspicious offers: Prices far below the market can be a sign of fraud, so it is important to be cautious.